There's a Beer for That unveils Tesco partnership and TV ad
Tesco is teaming up with the There’s a Beer for That campaign for a promotion pairing beer with BBQ foods.
The retailer ran an in-store promotion in April using the campaign’s POS to educate shoppers about food and drink matchings and hailed it a success.
Tesco said shoppers spent 25% more time browsing the beer aisle and reported “positive shopper feedback”.
Shelf talkers are now displaying different beer styles and recommending accompanying BBQ food matches to shoppers.
The campaign is also returning to TV screens in June with its ad showing people enjoying beer with food across the UK.
The ads will run for two months, largely between sports and drama shows, and there will also beer cinema and outdoor digital ads.
Programme director David Cunningham said: “We've gone from strength to strength since we launched in October last year, and we're excited to be announcing a host of new marketing initiatives and activity that will continue to help shift attitudes and drive a positive behaviour change towards beer.
“The industry as a whole is going through an exciting period of renaissance with the category in growth for first time in ten years. With 58 members of Britain's Beer Alliance, we're stronger and more widely supported than we have ever been before and look forward to gaining even more momentum over the next few months."
It has also developed a new “beer explorer” tool on its website that is designed to help beer novices learn about 1,000 different beers catalogued in a “striking visual database”.